Osborn’s Checklist

Overview

Osborn’s Checklist is a set of “Transformation Rules” for idea generation, proposed by Alex Osborn, the father of brainstorming. By applying nine specific questions— “Put to other uses,” “Adapt,” “Modify,” “Magnify,” “Minify,” “Substitute,” “Rearrange,” “Reverse,” and “Combine” —to an existing idea or product, one can forcibly expand the boundaries of thought and derive original solutions.

Rating (1–5)

• Applicability: 5
• Effectiveness: 4
• Complexity: 2
• Misuse Risk: 1

Evaluation Comment

This is a powerful tool for “reworking” existing concepts rather than creating from zero. Simply by filling out the checklist, anyone can generate a wide range of variations. However, a separate process is required to evaluate the quality of the resulting ideas.

The First Question

“Can this object be re-imagined in a ‘different form’ or for a ‘different use’?”

Objectives

• To break through “Stereotypes” and question assumptions taken for granted.
• To forcibly restart the brain using external stimuli (the checklist) when thinking has stagnated.
• To efficiently generate a diverse range of evolutionary possibilities (variations) from a single seed.

Poor Questions

• “Do we have any new ideas?” (The question is too vague, and the brain doesn’t know where to go.)
• “How can we make it better?” (This often leads only to minor improvements and fails to spark drastic changes.)
• “What are other companies doing?” (This leads to imitation and a loss of unique perspective.)

How to Use (Step-by-Step)

1. Focus on One Subject Clearly define the product, service, or process for which you want to generate ideas.
2. Apply the 9 Questions Sequentially Think “What if…?” for each item and note down as many ideas as possible.
   • Put to other uses: Are there other ways to use it?
   • Adapt: Can we borrow ideas from elsewhere?
   • Modify: What if we change the color, shape, or motion?
   • Magnify: What if we make it larger, longer, stronger, or more frequent?
   • Minify: What if we make it smaller, shorter, lighter, or omit parts?
   • Substitute: Can we swap the person, object, material, or place?
   • Rearrange: What if we change the order, layout, or components?
   • Reverse: What if we flip front/back, up/down, or roles?
   • Combine: Can we unite multiple elements into one?
3. Screen and Integrate Ideas Refine the promising ideas considering feasibility and impact.

Output Examples

• Applying the checklist to an “Umbrella”:
  • Put to other uses: Use as a cane, a sunshade, or interior decor.
  • Minify: Foldable design (enhanced portability), ultra-thin ribs.
  • Reverse: Inverted folding umbrella where the wet surface stays inside.
  • Combine: An umbrella with a built-in fan or a built-in light.

Use Cases

• Business: Concept development for new products, adding value to existing services, and improving business process efficiency.
• Daily Life: Time-saving ideas for housework, utilizing leftover ingredients, and planning trips on a limited budget.
• Decision Making / Thinking: When a project hits a wall and a completely different approach is needed.

Typical Misuses

• Obsessing Over Filling Every Item: Not every item will yield a good idea. Skip items that feel stuck and dive deep into those that spark inspiration.
• Evaluating Critically at the Same Time: Criticizing ideas during the generation phase (e.g., “That’s impossible”) stifles creativity. Separate the generation phase from the evaluation phase.
• Stopping at Abstract Answers: Instead of just “making it smaller,” record concrete ideas like “making it pocket-sized.”

Relationship with Other Models

• Complementary: SCAMPER (An evolved version of Osborn’s list reorganized into 7 items).
• Related: Lateral Thinking, Mind Mapping.